What separates the businesses that last from the ones that flame out?
It’s not branding. It’s not hustle. It’s not even timing.
It’s conviction.
That’s what I walked away with after sitting down with John Garrett, founder of Community Impact, on my Rock Solid podcast. His story isn’t just impressive. It’s instructive.
Because in an era where founders obsess over funding rounds and social reach, John quietly built a print-first local newspaper company. In 2025, Community Impact is celebrating 20 years in business, and it’s still growing.
Not because of a clever marketing hack. But because of a deep, unwavering belief in what had to be.
Let me explain.
The Difference Between “Could Be” and “Has To Be”
During our conversation, John shared a moment from early in his entrepreneurial journey that stopped me in my tracks.
He had just left a good job. Most people thought he was crazy. The internet was eating traditional media alive, and here he was, launching a hyper-local print newspaper.
The doubt came fast and loud.
But he told me about a book by Andy Stanley that reframed everything for him. One idea stood out:
“There’s a difference between what could be and what has to be.”
“I didn’t start Community Impact because it could work. I started it because it had to. If I didn’t do it, our community would lose something vital.”
That mindset gave him staying power. It gave him clarity.
It gave him the ability to ignore the noise, stay the course, and build something meaningful.
And now, two decades later, Community Impact is thriving across Texas with 41 publications and more on the way.
Product First. Always.
We talk a lot about marketing, but too many businesses skip the part that matters most.
The product.
John didn’t grow Community Impact by chasing clicks or short-term ad dollars. He focused on creating something that people would actually value. He made sure the stories were useful, the layout clean, and the distribution dependable.
His team covers the kind of local stories that most media outlets ignore. Things like zoning changes, school bonds, and real estate developments down the street.
Not viral. But vital.
That kind of consistent value creates something far more powerful than buzz. It builds trust.
And when you have trust, marketing becomes a lot easier.
“You can run the best coupon in the world, but if your product isn’t great, you’ll never last.”
Evergreen Thinking – What’s Not Going to Change in 20 Years
Community Impact was never built to sell. It was built to last.
John and his wife Jennifer are committed to what they call an evergreen company. A business they hope will be around 100 years from now. One that can keep serving communities, even after they’re gone.
That long-term thinking affects everything. It shapes how they hire, how they scale, and how they make decisions. Growth is measured. People are prioritized. The mission stays front and center.
Instead of chasing what’s trending, they build what matters.
And because of that, they’re still growing.
Scale Relevance, Not Noise
Let’s face it. Local news doesn’t trend.
City council meetings, water infrastructure, or sidewalk expansion projects don’t blow up on social media. But they directly impact people’s daily lives.
That’s where Community Impact lives. Right where people care the most, even if it doesn’t generate clicks.
They’ve grown their email newsletter to more than 250,000 daily readers, completely through organic word-of-mouth.
Not with paid ads. Not with algorithm games. Just value. Delivered consistently.
In a world screaming for attention, relevance is your secret weapon.
Founders Who Show Up Win
John sees thousands of businesses every year. Some make it. Many don’t.
What separates the two?
Three things.
- They build something people actually want.
- They connect with their community.
- They keep showing up.
Not just once. Not just for a ribbon cutting or launch post. Again and again.
“You don’t build a business by showing up once. You build it by showing up again and again, even when no one knows your name yet.”
That kind of grit isn’t glamorous. But it works.
What Are You Really Building?
If you’re building a business today, ask yourself the hard question.
Is this something that could be? Or something that has to be?
One is a curiosity. The other is a conviction.
That one question might change how you show up. It might change what you prioritize. And it just might be the difference between a short sprint and a 20-year run.
If you want a real-world example of what it takes to build a resilient, meaningful business, listen to my full conversation with John Garrett.
